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Advertising
The architect, the lighting designer, the planner and the customer are at the center of the new iGuzzini advertising campaign.The campaing has been launched in dailies and specialised magazines of the main European countries.
It is a hymn to the collaboration between iGuzzini and its lighting project partners.
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Look at these seedlings. Like us, they can feel good, bad, angry, content or euphoric – it’s all a question of light.
In 1980 the University of Fribourg was already conducting the first experiments to demonstrate how light affects the psychophysical wellbeing of living organisms, including human beings. Researchers took 5 sets of 3 pots containing oat, pumpkin and mustard seedlings. For 14 days they placed them under different lights: white light , complete darkness , red light , pink light and blue light .
The photos speak for themselves about the effects on the plants’ state of health. Choosing the right light where people work and live is important: light affects our mood, our humour and the intensity of our response to external stimuli. iGuzzini was one of the first lighting companies to reflect on the relationship between light and physical and mental equilibrium. We take part in scientific research on the way circadian rhythms are regulated (it is now known, for example, that only blue light can fully re-set our biological clock, thanks also to cryptochrome, a photoreceptor in the retina).
Our commitment to research has been prolific: in the year 2000, for example, iGuzzini presented Sivra, a computerized system that produces bio-dynamic light, i.e. light that changes intensity and colour throughout the day (just like natural light), adjusting itself automatically to enhance a sense of wellbeing even in windowless spaces or interiors with little daylight.
The photos speak for themselves about the effects on the plants’ state of health. Choosing the right light where people work and live is important: light affects our mood, our humour and the intensity of our response to external stimuli. iGuzzini was one of the first lighting companies to reflect on the relationship between light and physical and mental equilibrium. We take part in scientific research on the way circadian rhythms are regulated (it is now known, for example, that only blue light can fully re-set our biological clock, thanks also to cryptochrome, a photoreceptor in the retina).
Our commitment to research has been prolific: in the year 2000, for example, iGuzzini presented Sivra, a computerized system that produces bio-dynamic light, i.e. light that changes intensity and colour throughout the day (just like natural light), adjusting itself automatically to enhance a sense of wellbeing even in windowless spaces or interiors with little daylight.